??The new cycle of social media usage

Issue #313

Edutainment isn’t really the greatest term to excite the average brand marketer but it is the leading format amongst social media audiences - at least as they relate to brands. Educate, inform and entertain - that’s basically the job of creators. We could do with a better term but as a guiding light nothing more needs to be said. Happy Thursday, Simon.

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Instagram takes the crown

Instagram has just edged past Facebook in user popularity. Gen Z and Millennials can't get enough of Reels and Stories, while Facebook's still hanging on to Gen X and Boomers. The platform's recommendation algorithm keeps its audience glued by showing content tailored to their watching history. For brands, this means looking beyond likes – it's all about clicks, shares, and comments now.

What's entertaining the masses?

A survey has spilled the tea on what formats of content are hitting the mark. Topping the charts is "edutainment" – that mix of education and fun – with 65.5% of consumers giving it a thumbs up. Memes, serialised content, and video skits are also crowd-pleasers, while interactive content like polls keeps audiences engaged. And despite the buzz around "lo-fi" authenticity, it turns out most consumers still have a soft spot for high production value. Who knew?

TikTok trends: here today, gone tomorrow?

TikTok has launched countless trends, from Latte Makeup to Girl Dinners. These aren't just quick fads – they're changing how we shop and think about fashion and food. Trends like "cold girl" makeup and "coastal grandma" style come and go rapidly, leaving brands racing to keep up. But with Congress considering a ban, will TikTok's influence last? For now, brands are still eagerly jumping on these trends. Even if you're not on TikTok, you might find yourself buying something because of it. If you're not paying attention to these trends, you're missing out.

Cool tools

Going back to basics is the way to go, especially if you want to focus on your writing without getting distracted by online notifications and other interruptions. Devices like Freewrite are designed for this very purpose, allowing you to really buckle down on what matters – writing productively. It comes with the classic typewriter feel of the good old days.

Hot Tips

Before making it big in Hollywood, one must first be an aspiring amateur. Here are ten tips to help get started the right way.

What we're looking at

• Coke creations get a fresh makeover.
• Legendary swings, timeless moments.
• Your files move as easily as you do.

Happy Thursday

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Were you forwarded this? Subscribe here. This week’s newsletter was written by Jeko Iqbal Reza & Simon Kearney and edited by Andre Howson . Gifs produced by Ahmad Hafiz .